The translation of cultural references and wordplays in advertising slogans

The aim of this article is to analyze how French cultural allusions and wordplays in advertising slogans can be transposed into Romanian. Drawing on a series of concepts and theoretical observations concerning the field of advertising translation, we will outline the difficulties, the constraints, and the main strategies involved in this particular kind of translation. Secondly, we would like to analyze some concrete examples of advertising campaigns initiated in France and exported to Romania. Thirdly, we will examine the translation/localization of the advertising slogans into Romanian and we will discuss the solutions found by the translators to overcome the linguistic and the cultural difficulties raised by the translation process.